Artificial intelligence is revolutionising tourism — but at what cost? While we enjoy the benefits of AI, data centres consume vast amounts of energy and water. Even decommissioned nuclear power plants are being reactivated to satisfy the hunger of AI. How can we as a tourism industry remain innovative and act sustainably at the same time?
The Energy Reality of AI
The hype surrounding AI systems such as ChatGPT often makes us forget that this fascinating technology consumes an immense amount of resources. Data centres and computer centres, which are required for the training and operation of AI models, have enormous energy requirements.
This hunger for energy is so great that it is even driving the revitalisation of old nuclear power plants. In the USA, there are plans to reopen the Palisades nuclear power plant in Michigan, which was commissioned in 1971 and shut down in 2022. Microsoft is planning to revive a nuclear power plant in Pennsylvania — ironically, a Three Mile Island reactor — to cover the enormous power requirements of its AI data centres.
Water Consumption: The Overlooked Cost
Training GPT-3 required an estimated 700,000 litres of water for cooling. As models grow larger and usage scales, these numbers multiply. For an industry built on natural environments and sustainability promises, this is a significant concern.
Towards Responsible AI Use in Tourism
The tourism industry, with its deep commitment to destination preservation and sustainability, has both a responsibility and an opportunity to lead on responsible AI adoption:
- Prefer AI providers with verified renewable energy commitments
- Optimize AI usage to avoid unnecessary compute (prompt efficiency matters)
- Include AI energy consumption in sustainability reporting
- Advocate for industry-wide AI sustainability standards
Innovation and sustainability are not opposites — but only if we approach AI adoption with the same thoughtfulness we bring to physical infrastructure decisions.
By Prof. DDr. Roman Egger